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Measuring marketing productivity of public listed manufacturing firms in Indonesia using data envelopment analysis (DEA)

Benchmarking has not received much attention in marketing literature because of the lack of appropriate methodological tools to aid the benchmarking process. This research tries to fill this gap in research and suggests a rigorous quantitative approach to benchmarking marketing productivity. Data envelopment analysis (DEA) is suggested to aid traditional benchmarking activities and to provide guidance to managers. DEA is useful in identifying the best performing units to be benchmarked against as well as in providing actionable measures for improvement of a company?s marketing performance. An illustration of public listed manufacturing firms in Indonesia as data sample is provided to de monstrate the strengths and weaknesses of DEA as a benchmarking tool. The result is the best year per sector, the best firm per sector, the best firm per industry, and also the curve illustrating the relation between total factor productivity and ROA based on efficiency score.Ada tabel

Ketersediaan

Call NumberLocationAvailable
6010PSB lt.2 - Karya Akhir1
Penerbit Depok Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Marketing
Efficiency
Manufacturing industry
Data envelopment analysis
Benchmarking
DEA
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik viii, 146 p. : diagr. ; 30 cm.
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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